Power of Purpose Study: Keeping It Real – How Authentic Is Your Corporate Purpose?

Burson-Marsteller and Swiss-based IMD have been working together to research corporate purpose since 2008. This year’s study is presented in the context of the findings of Burson-Marsteller’s Corporate Perception Indicator, a global survey of public hopes and expectations of companies and their leaders.

“Keeping It Real – How Authentic Is Your Corporate Purpose?” developed with IMD business school, shows how companies can assess themselves to discover, define and deliver their corporate purpose. The study, based on a quantitative survey and interviews with business leaders, identifies 12 drivers of authenticity, divided into those that relate to identity and those that relate to image. Drivers range from how transparent and open to self-regulation a company is, to its long-term orientation and consistency. It also takes into consideration differentiating factors such as passion and originality.

For more information, please visit www.powerofpurpose.eu


Keeping it real – How authentic is your Corporate Purpose? from Burson-Marsteller